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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Andy Fowler by Andy Fowler on 26th January 2023

In a world full of watching, playing, listening and swiping, can advertising compete? Andy Fowler, Founder & Chief Creative Officer at Brothers & Sisters, believes it can, as long as the industry opens its arms to culture.

17th Jan
Why Reddit is the Swiss Army knife for any composer’s toolkit

Why Reddit is the Swiss Army knife for any composer’s toolkit

While real-world mentors and in-person experts are invaluable, they're not always available. So, says Coke Youngblood, Composer at BUTTER Music and Sound, the next best thing could be Reddit. With a wealth of online insight, for a composer, it's like having an orchestra of scholarly opinions at your fingertips.

16th Jan
The state of social in 2023

The state of social in 2023

With last year showing us that paid content is on its way out, and a more organic version of social is making a comeback, Christina Miller, Head of Social at VMLY&R, says brands will need to shift their social strategies to stay relevant. But how can they offer consumers the authentic experience they crave? And what are the costs of social platforms trying to imitate their more successful competitors?

13th Jan
Why story is still king in the creative world

Why story is still king in the creative world

Whether it's on TikTok, Twitter or television, storytelling is at the heart of advertising. Margaret McGovern, Executive Creative Director of Boathouse, examines the key aspects of an engaging story.

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There’s a disturbance in the (social media) force; are brands ready for action? There’s a disturbance in the (social media) force; are brands ready for action?
12th Jan

There’sadisturbanceinthe(socialmedia)force;arebrandsreadyforaction?

With the creator economy estimated to be worth over $104 billion, and with 'creators' supplanting the more traditional 'influencers', shouldn't brands be keeping up? Charley Sutton, Director of Video at Jungle Creations, thinks so.

10th Jan
Why having ADHD makes me perfect to be a producer

Why having ADHD makes me perfect to be a producer

As a child, Lilly Alter, Creative Producer at Creature London, was sometimes cheeky, generally chatty and occasionally labelled disorganised. Far from those traits hampering her role as 'organiser-in-chief', they have helped make her a successful producer and, after recently being diagnosed with attention deficit hyperactivity disorder, she examines how it has impacted her career and what companies can do to be more inclusive to those with neuro-divergent conditions.

6th Jan
Brands need to love social media platforms for their unique features

Brands need to love social media platforms for their unique features

Often bundled together as, simply, 'social media', Anthony Macro, Head of Display, Video & Social at Croud, argues that Facebook is not like TikTok is not like Instagram... That being the case, shouldn't marketers approach each platform differently, and with more precision?

5th Jan
It’s not all doom and gloom; five forecasts for creative advertising in 2023

It’s not all doom and gloom; five forecasts for creative advertising in 2023

Despite the financial storms that lay ahead, Paul Wright, General Manager, Western Europe & MENAT at AppsFlyer, believes there are reasons to be cheerful, offering five ways the industry can thrive in the year to come.

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Art and AI: When two worlds collide Art and AI: When two worlds collide
21st Dec

ArtandAI:Whentwoworldscollide

Lorenzo Levrero, of creative studio NERDO, has recently been experimenting with Midjourney, an artificial intelligence program that creates images from textual descriptions. He has created a series of posts on LinkedIn and lnstagram to document his explorations and, here, discusses his thoughts around the impact AI-generated imagery could have on creativity.

20th Dec
Social will be a fascinating incubator for creativity in 2023

Social will be a fascinating incubator for creativity in 2023

Paul Greenwood, Head of Research and Insight at We Are Social, says that the digital landscape is changing and, from the 0.5 selfie to ‘suburban sensationalism’, in 2023, opportunities for brands will lie in targeting the right niche.

19th Dec
What happens when social media isn't social anymore?

What happens when social media isn't social anymore?

Creeping from the Social Graph towards the Interest Graph, the initial Zuckerbergian vision for social media is changing. Robby Egan, Head of Strategy & Audience at content studio Conscious Minds, examines how intention will replace attention in social’s new era.

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